Shelby R. King / Case Studies

B2B payments • SEO modernization • Content operations

A search and content-quality system

A practical search and content-quality system for a 202+ article payments library: baseline measurement, page-level tracking, weekly sprint planning, Contentful handoffs, and 12-week outcome reviews.

202+
article library scored and organized
30
high-value opportunities mapped
12 weeks
outcome window built into the program

The challenge

The Forte Insights library had reach, history, and useful material. What it needed was a stronger operating model: a way to decide which pages deserved attention, what the business wanted each page to do, what data mattered, and how optimization work would move cleanly into Contentful.

The problem was not simply “get more traffic.” The real work was building a practical system for search visibility, content quality, editorial judgment, handoffs, and measurement.

The reframe that made it strategic

I treated the library as a managed content portfolio, not a set of disconnected blog posts. The active Forte Insights overhaul workbook became the source of truth for weekly sprint planning, baseline measurement, reporting, Contentful handoffs, and agent workflow tracking.

That shift made the program easier to manage because each page could be evaluated by business value, audience need, current performance, search opportunity, quality issues, internal-linking needs, and execution status.

What I built

Page-level baselineOrganic sessions, clicks, impressions, CTR, average position, page 1 keywords, and engagement context.
Prioritization logicBusiness relevance, keyword opportunity, content quality, conversion path, internal links, and readiness.
Execution workflowWeekly sprint planning, Contentful status, handoff notes, owner visibility, and update tracking.
Reporting structureWeekly, 4-week, and 12-week reviews tied to defined success metrics instead of vague improvement goals.
Agent prompt packetsRepeatable AI-assisted support for research, cleanup, optimization planning, and handoff prep, with human QA.
Outcome disciplineEach priority page could be evaluated against what changed, what still needed work, and what the next sprint should do.

Status and intended outcomes

The operating system is built and the first sprint is underway. Results will be measured through weekly, 4-week, and 12-week reporting, using the same fields that guide the work: organic sessions, clicks, impressions, CTR, average position, page 1 keywords, internal links, Contentful status, and observed outcomes.

I am not claiming uplift before the data lands. The leadership value here is the system: a measurable, repeatable way to connect content quality, search visibility, business relevance, and publishing operations.

Tools and systems

Semrush Enterprise, Google Analytics 4, GA4 Explorations, Google Search Console, Power BI, Contentful, Microsoft 365, SharePoint, Asana, Glean, ChatGPT, Claude, prompt packets, baseline workbooks, and weekly sprint reporting.